Possibly the biggest gamechanger in the hotel rooms market in the last 10 years has been the arrival of Airbnb, it’s given both business travellers and leisure travellers so much more choice and of course with increased choice comes increased competition.

Room designed by Interiors by Sarah Ward

Atmosphere

Airbnb fans want a homely atmosphere, the freedom to cook their own food, pop to the local supermarket for wine and beer to stock up the fridge plus free wifi and satellite TV. Airbnb offers all this. True, there are some downsides - but if you’re looking for budget travel then it ticks a lot of boxes.

Competing

To compete, hotels need to offer what Airbnb can’t - excellent service and excellent value for money.

Smart phones

Then of course, there has been the arrival of smart phones. The first iPhone was launched in 2007 and along with the rise of apps, it’s had a revolutionary effect on business travel.

What I’ve learned about hotel rooms

I’ve designed several hotel rooms along the way and done a lot of research into what travellers are looking for these days. Here’s what I have discovered.

Rest and relaxation

A hotel room should primarily promote a sleep-filled night, rather than fashionable decor or quirky toiletries. It sounds basic but it’s something that is often forgotten along the way.

The most important thing it should offer is peace and quiet. Guests don’t want to be disturbed by exterior noise, whether from the landing outside, the street or the nearby lift. So I ensure that the hotel accommodation I am involved with has excellent sound proofing.

I also ensure that rooms have correctly fitting black-out blinds. If you’re jet-lagged and trying to work yourself into a new time zone, you don’t want to be disturbed by street lighting outside your window or a 5am sunrise.

Keeping a room dark and quiet are key aids to sleep and should be carefully considered when the space is being designed.

Colours

Guests prefer rooms to be decorated in calming, neutral palettes which promote relaxation rather than strident tones which can be somewhat jarring. White or cream linen is never wrong.

However, a specific scheme in different rooms can also be a real draw. Create décor that is memorable and stylish – possibly with beautiful art on the walls and luxurious textiles – and visitors will appreciate the luxury such thoughtful indulgence brings.

Mattresses

These need to be top quality - Hypnos is a favoured brand and I’m also keen on Glencraft.

Fabrics

Cleanliness is a word that comes up frequently in hotel guest comments. Forget heavy bed covers and decorative comforters which aren’t washed between guests. Guests would rather have good quality linens on display which have obviously been newly laundered. A down-filled duvet in a crisp, neutrally coloured 1000 thread count cover.

(Above - the Ned Hotel)

This is an area in which there should be no compromises. Don’t scrimpt on excellent quality – your guests will expect the best.

Technology

A Gallup poll recently asked business travellers which were their essential must-haves in a hotel room. More and more guests expect complimentary wifi, at high speeds. They regard it as a necessity, not a privilege, and will go to a coffee shop nearby that provides free wifi rather than pay for it. Having to join a hotel loyalty programme to access the wifi is a great irritant.

The Gallup poll also discovered: “Luxury customers strongly agree that they would pay more to improve bathroom soap products … free Internet ... a nicer television.”

“Hotel guests might want to watch movies on a personal device, but they also want to view programs such as sports events or news programs on their guest room television.”

Guests also want to be able to check in on their mobiles, rather than stand wearily in reception behind a large group being laboriously checked in.

Power supplies

Talking of mobiles, hotel guests are constantly requesting that power sockets be placed by the bedside within reach, rather than on the other side of the room.

A socket that allows for plugs to be used from different continents (for example the USA, continental Europe and the UK) along with a USB socket is well received.

Another guest says: "I don't just want a working hair dryer. I also want wall outlets so that a person can charge all the devices and still use the hair dryer."

Lighting

When I’m designing a room I think very carefully about the lighting. A lamp should be easy to switch on and off and not be of a design so contemporary that it’s impossible to find the on/off switch.

Dedicated task lights by the bedside for night-time reading and by the desk area are essential.

A lot of hotel rooms are poorly lit, particularly bathrooms. A task mirror in the bathroom, for shaving or make-up should be well-illuminated. It should also be adjustable and not in such an odd position that it is unusable.

What guests love - those memorable touches

• A really good hairdryer - I’m thinking a Dyson
• Fresh flowers in the room
• Complimentary bottled water (in a glass bottle) and preferably locally sourced
• Really good quality toiletries
• A Nespresso coffee maker, stocked up with proper coffee
• Large fluffy towels
• 1000 thread count sheets and down filled duvets
• Natural fibres on all bed linen
• Plump pillows (and spare pillows in the wardrobe)
• A room that smells super clean and fresh (and is)
• Free, high-speed wifi
• Neutral, tasteful décor, however
• Elegant, memorable schemes with thoughtful colours can also prove a real draw
• Blackout blinds
• Quiet - no noise coming through from outside
• Well-situated power sockets with USB ports

Conclusions to draw from this

Don’t compromise on anything. Think long and hard about the design – from everything from where the plug sockets are situated (including voltage and USB ports), to lighting, exterior sound and the textiles you use.

If possible, get to sleep in the room before it goes ‘live’ to a demanding public – it’s the best way to see whether anything has been forgotten or whether anything needs changing.

Founder and Creative Director of Interiors by Sarah Ward & Founder of Posh Trading Company Ltd

www.interiorsbysarahward.com